Highland Spring and VisitScotland unveil the Â‘perfectÂ’ campaign
Highland Springis embarking on its annual joint summer marketing campaign with VisitScotland, which goes live today.The new 'Perfect Setting' campaign theme focuses on the provenance and quality of Scottish food and drink and aims to increase awareness of Scotland's unparalleled array of fresh, natural produce.
The ads feature photographic images of a chef shown ina selection of unexpected locations as he gathers a range of Scotland's finest natural produce for his menu. The ads carry the tagline 'The freshest food and drink awaits you', and were shot on location at Inverlochy Castle in Lochaber, Bridge of Orchy in the West Highlands and Eddrachilles in North West Scotland.
An extensive outdoor media campaign is planned, focusing primarily on the London Underground. The campaign incorporates 6 and 48 sheet executions and for the first time deploys cross track projection sites. An integrated online advertising schedule has also been developed to include websites such as dailymail.co.uk, bbcgoodfood.co.uk, Radio Times online, The Times online and expedia.co.uk.
The campaign will be supported with nationwide sampling events at key commuter locations in London, Manchester, Newcastle, Glasgow and Edinburgh.
Sally Stanley, Highland Spring marketing director said: “Highland Spring is a top quality Scottish spring water renowned for its natural purity. Together with VisitScotland we share a passion for promoting Scotland's finest locally sourced food and drink. This provided the focal point for our joint 2009 campaign. The striking images in the campaign showcase Scotland's natural larder at its very best and we hope the 'Perfect Setting' will encourage people to plan a trip to Scotland to experience this at first hand.”
Suzanne Casey of VisitScotland said: “Scotland is home to some of the most stunning scenery in the world and it is within this setting that the most tantalising food and drink is borne. There is nothing better than experiencing amazing activities surrounded by spectacular backdrops while enjoying delicious locally produced food and drink - Perfect!”
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